Fueling Fast, Automated and Future-Focused Brand Insights

PepsiCo’s Gatorade needed a fast and affordable way to confirm that their campaign marketing strategy was effective, so they partnered with Kantar Added Value and online research provider ZappiStore to garner fast and affordable brand insight solutions via SNAPSHOT: our automated tool that delivers quick-fire inspiration and fast answers to big brand questions by measuring a brand’s cultural vibrancy, brand equity, and character.

Gatorade used SNAPSHOT to answer two burning questions: was their strategy of targeting competitive athletes to reach the general market effective, and did their NBA Dwyane Wade campaign positively register with their core target audience and create lift among the general market? They tested their hypothesis both pre- and post-playoffs, measuring themselves against their competitors Powerade and Red Bull.

Gatorade was able to confirm its strategy was effective; however the real success here was gaining insights within such a short space of time, as well as unexpected learnings they could leverage further.